During the post-Reconstruction era in the United States, white southerners marked the cultural landscape with monuments and memorials honoring the Confederate cause and its heroes. These racialized symbols enjoyed an undisputed claim to public squares and parks throughout the South. It was not until the late twentieth century that commemorations to the black freedom struggle were publicly supported. This analysis examines the institutionalization of counter-memories of the civil rights movement in Memphis, Tennessee at the Lorraine Motel, the site of the assassination of Reverend Dr. Martin Luther King, Jr. The author draws on collective memory, cultural trauma, and social movements research as well as critical race theory to explain the creation of the National Civil Rights Museum. Using primary and secondary data sources the author examines how social memory agents, a changing political culture, and the passage of time mediated the cultural trauma of King's assassination and influenced the institutionalization of oppositional collective memories. Relying on Derrick Bell's interest-convergence principle, the author concludes that the creation of this major memorial museum was a result of the convergence of white and black interests, specifically the economic and political interests of white elites and the cultural and political interests of black symbolic entrepreneurs.